Torbay

Torbay is an historic seaside resort and UNESCO Global Geopark across three towns: Torquay, Brixham and Paignton. But how to knit these assets together into a cultural tourism strategy that works for the arts, hoteliers and fits in an events and attractions portfolio that has everything from an air show to a zoo, across a bay of three very distinct towns?

Our analysis helped to develop a bold ‘call to action’ for the destination to open itself up to cultural tourism. We presented scalable options for managed investment based on principles of authenticity and sense of place in its programming and positioning. This elevated often undervalued cultural assets and built national and international partnerships with major cultural producers, as well as those just along the coast.

Our strategy has helped the key agencies come together to look at how culture can add value and distinctiveness to its brand and campaigns, how digital can grow the emerging cultural tourist market, and importantly what to do next and who should do it.